南華大學機構典藏系統:Item 987654321/28352
English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 18278/19583 (93%)
造訪人次 : 915118      線上人數 : 946
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋


    請使用永久網址來引用或連結此文件: http://nhuir.nhu.edu.tw/handle/987654321/28352


    題名: 品牌形象、服務品質與顧客忠誠度關係之研究－以傳統整復推拿消費者為例
    其他題名: A Study on the Relationship among Brand Image, Service Quality and Customer Loyalty--The Case of Traditional Integrated Massage Consumers
    作者: 劉秀琴
    LIU, HSIU-CHIN
    貢獻者: 企業管理學系管理科學碩博士班
    涂瑞德
    TWU, RUEY-DER
    關鍵詞: 品牌形象;服務品質;顧客忠誠度;傳統整復推拿
    Brand Image;Service Quality;Customer Loyalty Level;Traditional Integrated Massage
    日期: 2020
    上傳時間: 2022-05-17 14:45:05 (UTC+8)
    摘要: 　　台灣因生活品質的逐年提升，在多數的服務業中，著重於服務品質的提升，因此要如何讓顧客感到滿意，亦是從古至今服務業奉為圭臬的宗旨。民俗療法為先祖留傳下來的寶，隨著現在時代進步，傳統的瑰寶要如何在這時代的洪流中去找尋其生存的空間與方式，因此對於傳統整復推拿的品牌形象、服務品質與顧客忠誠度是否會影響到顧客對傳統整復推拿的觀感，進而影響其生存，值得我們去深究。　　本研究以傳統整復推拿之消費者為研究對象，旨在探討傳統整復推拿其品牌形象、服務品質與顧客忠誠度的關係，採非隨機之便利抽樣法進行問卷收集，共發出300份，扣除無效問卷30份，有效問卷為260份，其回收率為86.67%。並以SPSS統計軟體進行資料分析。　　結果發現：不同的背景變項在品牌形象與服務品質、顧客忠誠度上部分有顯著差異，品牌形象對顧客忠誠度與服務品質有的正向影響；而服務品質對顧客忠誠度其亦呈現顯著的正向影響；且服務品質在品牌形象與顧客忠誠度之間則具有部分中介效果。
    　　Taiwan's quality of life is improving year by year. In most service industries, the focus is on the improvement of service quality. Therefore, how to make customers satisfied is also the purpose of the service industry from ancient times to the present. Folklore therapy is the treasure left by the ancestors. With the progress of the current era, how can traditional treasures find their space and way of survival in the torrent of this era, so for the traditional rejuvenation of the brand image, service quality and customer loyalty Whether it will affect the customer's perception of the traditional complex massage, and thus affect its survival, it is worth investigating.　　This study takes consumers of traditional recuperation massage as the research object, and aims to explore the relationship between traditional recuperation massage's brand image, service quality and customer loyalty. A non-random convenience sampling method was used to collect questionnaires. A total of 300 copies were issued, with invalid deduction There were 30 questionnaires and 260 valid questionnaires, and the recovery rate was 86.67%. And use SPSS statistical software for data analysis.　　It was found that different background variables have significant differences in brand image, service quality, and customer loyalty. The brand image has a positive effect on customer loyalty and service quality; and service quality also has a significant effect on customer loyalty. The positive impact of service quality; and service quality has a partial intermediary effect between brand image and customer loyalty.
    顯示於類別:[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    108NHU00457052-002.pdf1925KbAdobe PDF62檢視/開啟
    index.html0KbHTML255檢視/開啟


    在NHUIR中所有的資料項目都受到原著作權保護.

    TAIR相關文章

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋